Cinemax re-brands for stronger male connection

SINGAPORE - HBO Asia has re-branded its Cinemax channel as Max to intensify its appeal to male viewers.

The 24-hour commercial-free subscription service will offer entertainment with a “bold, direct and unapologetic attitude”, according to a statement from HBO.

Programming will include titles such as the Indiana Jones franchise, HBO World Boxing, True Blood and Generation Kill.

The channel will be broadcast in a total of 18 countries, including Singapore, Hong Kong, Taiwan, Thailand, Indonesia, Malaysia, Vietnam, the Philippines and Sri Lanka.